With over 5 billion searches and saves last year, Pinterest is the largest mobile destination for food and beverage ideas in the US.1 Pinners are being inspired to build holiday boards early, in some cases starting as early as October. Ironically, one of the most common search terms still turns out to be “last minute!”
Searches for holiday food and beverage ideas jumped 30% last year, and those numbers are expected to rise again this year.2 Pinners are active searchers, and they convert the inspiration they find into in-store purchases, spending 5% more on groceries than the national average.3
Here are some best practices for reaching food and beverage shoppers on Pinterest this holiday season:
Where appropriate, don’t forget the wine! Wine pairings and wine-related recipe saves and searches on Pinterest increase by 35% during the holiday season.5 Wine is a favorite gift, with 77% of consumers planning to bring wine to an event they’re hosting or attending.6 Cheers to that!
This might just be the most popular part of any meal! So it’s no surprise that dessert continues to be a favorite topic on Pinterest, with a 41% year increase in saves last year.7 But it’s not all about indulgence—desserts incorporating healthy ingredients like carrots and pumpkin are leading early trends. Other areas to explore include replacing the standard plate or pie dish with creative single-serving indulgences that incorporate mugs and jars!
Want to learn more? Check out our recent holiday guide for a detailed report about holiday trends, shopping behaviors and more.
—Arthur Sevilla, saving ideas to what’s in my closet?
1Pinterest, US activity, 2016
2Pinterest, US activity, 2016
3Oracle Data Cloud, Pinterest audience study, 2017
4Pinterest, US activity, 2016
5Pinterest, US activity, 2016
62016 Mintel wine report
7Pinterest, US activity, 2016